An analysis of 1450 purchasers — covering over 100 products across 10 categories — finds online tools and resources of equal, if not greater, value to consumers in making purchase decisions. We begin by evaluating the mix of online and traditional sources consumers now use to make decisions about products. Next we compare how source usage varies between men and women, and across age groups. Since the purchase process varies dramatically based on the type of product—shopping for a new car is quite different than for a new DVD, for example—we examine the sources used to make purchase decisions across ten discrete product categories. Finally, we present the Netpop attitudinal segments—five user profiles with varying attitudes and orientations toward the Web—and show how understanding these differences can lead to more accurate targeting.
Sections:
Introduction
Mix-Mode Shopping
Different Products/Different Research Tactics
Shopping Resources and the Netpop User Segments
Conclusions
Next Steps
Appendix
February 2008
Number of Tables & Figures: 80
Number of Pages: 41
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